This month’s webinar focused on Conversion, Loyalty, and Repeat Visits. Our Chief Data Officer, Gareth Johns, highlighted the three main areas to achieve customer loyalty, sale conversion, and repeat in-store and online visits. The three areas include Customer Experience, Reasons to Return, and Loyalty Programs.
This is a reoccurring theme, although it is vital for success. Customer Experience is tied to the customer’s interaction with store associates. Hiring individuals who allow the customer to feel comfortable will lead to repeat visits. The staff reflects the store. Giving your customers a remarkable experience makes them more likely to buy more and return.
Reasons to Return
Another way to drive customer loyalty is to create a reason to return outside of the shopping experience. Many stores find ways to build community with their shoppers or provide other services that allow their customers to do multiple things in one location.
“There are athletic stores that set up running programs, there are bookstores that have readings by authors, or convivence stores that have a post office with parcel pick up or parcel drop off,” said Gareth Johns, TruRating Chief Data Officer
One of our retailers worked with a gaming center to bring that added value and give their shoppers a reason to return outside of their products. They used our solution to ask the question, “Have you visited the gaming center next door?” to their shoppers. We found out that the customers who answered ‘yes’ returned to the store three times during the quarter.
“The danger of loyalty programs is that they are designed with the loyal customer in mind,” said Johns.
The type of loyalty programs can determine conversion. The key is the loyalty benefits need to kick in early for the customers to return. The true value of a loyalty program is if it can get the customer to make a second or third visit. Once they return multiple times, their store experience, paired with interactions with the store associates, will keep the shopper coming back.
Do you want more? Watch the entire webinar and stay tuned for our upcoming webinars.